Even Young People Like Good Wine

The fact the world of wine is not having a truly happy time concerning
consumptions, it certainly is not anything new. It is in times of crisis and
recession the need of finding new solutions and ways, in order to limit the
economic loss because of a lesser interest - or better to say - a lesser
possibility of spending money, are mainly looked for. Despite wine is a heritage
of high culture and tradition, the ones involved in its production must
necessarily consider the profit they can get from their job, even when it is
done with true passion. For this reason have been adopted new alternative
solutions, new ways to promote and sell their products, occasions aimed to the
stimulation of the interest in consumers. These are times in which efforts are
mainly required for the improvement of product's image - and as far as wine is
concerned, this is done on its hedonistic aspect - for its promotion and
spreading, while trying to conquer new customers.

In the past few years, the world of wine seemed to particularly concentrate its
efforts on young people, by doing a right and responsible campaign on moderate
consumption - and the pleasure of wine is always associated to moderation - with
the evident hope to increase profits. After all, having responsible and
intelligent consumers is also the primary interest of producers: an
irresponsible consumer does not favor quality but quantity only, and, very
likely, because of the severe damages for his or her health, sooner or later, he
or she will be forced to stop the consumption of wine, even occasionally. More
attentive, responsible, conscious and intelligent consumers ensure a more
prosperous and lasting life to quality wine, therefore a better profit. And the
category of consumers which is best suited to this type of investment are
young people, in particular in case the promotional message is also made of
winning factors associated to fashion and modernity.

Fashion, modernity and spreading of the culture of moderate consumption, are not
enough to fully convince young people to get into quality wine. This is not
because young people are not interested in wine and in its world: the main cause
- we think - is represented by the high price. In periods characterized by
overall negative economic conditions - which certainly make difficult also the
condition of adult people which usually have a stable professional and
economic life - difficulties are mainly suffered by young people, which
typically have a precarious job, therefore having a pretty limited possibility
in spending money. Whoever is having a precarious economic condition,
necessarily do choices drastically determined by life priorities. Despite this
can be seen as an obvious assertion, this is however a condition which strongly
determines the trend of marketing, wine included. As far as we are concerned,
young people are very interested in the quality of wine, they can appreciate it
and look for it passionately. There are many responsible and attentive consumers
among young people, of course there are also some who are irresponsible and
inattentive, after all, the same can be said for adult consumers as well.

Even young people like good and quality wine: whenever they could - just like
anyone else, of course - they would frequently buy quality wine and they would
drink it with pleasure. It is too obvious saying everyone likes the good and is
not disposed to accept compromises in order to have it. Everyone prefers the
good to the bad, provided one can afford it. Young people get informed about the
world of wine, they are interested in new products and - as far as we are
concerned according to the letters we receive - they are attentive to what they
read in wine magazines. Whether young people is getting more and more into the
world of wine is absolutely evident, whether they are attentive to the price
with which they have to confront themselves every time the decide to buy a bottle
of wine, it is even more evident. A commercial strategy which seems to be
successful with young people is wine served at the glass: with a relatively
small amount of money, it is possible to appreciate a wine which would be too
expensive in case a whole bottle would be bought.

Making quality wine is expensive. We believe this is something everyone knows
and something in which we all agree. The production of quality wine requires
pretty high economic investments and the adoption of practices and technologies
which are expensive as well. High costs required for the production of a quality
wine must return by means of selling, from that it is expected - of course - a
profit as well. However - like we said so many times in the pages of our
publication - it should be done a distinction between the right profit and
speculation. Perhaps it is the consciousness that wine is characterized by an
evident speculation to keep young people away from buying expensive wines, not
only the limited possibilities of spending money. After all, the market offers a
wide selection of wines and, among the many bottles available, many of them are
sold at a reasonable price, capable of offering a good quality as well and,
in particular, an excellent good value wine.

There is no doubt young people like good wine and quality wine, however - just
like everyone else, no matter the age - are forced to see what they have in
their pockets while trying to get the best benefit out from their possibilities.
It is also known wine is not having a happy time and many wineries have the
problem of unsold bottles which, more likely, will be shipped to distilleries.
Whether it is necessary to have young people aware - the only thing which can
ensure a future to any society - is true as well. In case we are successful to
have young people aware of a responsible and conscious consumption of wine -
however and always with moderation - as well as the capacity of offering wines
sold at a reasonable price and suited to this type of consumers, we will be then
successful in creating a profitable future for the world of wine. A future which
can begin today, a future that many producers have understood already by
offering good quality wines sold at reasonable prices. No one is stupid in this
world and whoever is capable of recognizing what it is good, as well as
recognizing to it a right value, young people included. Let's open a way for the
future of young people and quality wine, sold at a reasonable price, hopefully.

MailBox

In this column are published our reader's mail. If you have any comment or any
question or just want to express your opinion about wine, send your letters to
our editorial or fill in
the form available at
our site.

I would like to know more about fortified wines and how to make them
at home.

Alberto Nunzio Bonadonna -- Butera, Caltanissetta (Italy)

The world of fortified wines is rich and charming. The production
technique is always based on the same principle, that is adding
alcohol or brandy during the vinification process. This operation -
called fortification - can happen in any phase of the production,
according to the type and style of wine to be made and its tradition.
In fact, the fortification can be done both during the fermentation
of the must - operation called mutage - as well as at the end
of the vinification process. About fortified wines and their
production, we invite you to read the article
Production of Fortified Wines
published in the issue 25 of DiWineTaste. Home made production of
this type of wine is not difficult, however it should be remembered
the production of a great fortified wine requires time, appropriate
tools and conditions, such as barrels, favorable environmental
conditions and the patience to wait for great things to happen. The
production of fortified wines is not limited to the simple adding of
alcohol or brandy: fortification represents just one of the many
operations required to make a good product.

I recently tried to taste a Brunello di Montalcino in two different
glasses. Whereas in the smaller glass the wine seemed to be pretty ordinary, in
the larger one the wine was completely different. How can it be a glass is so
important for the appreciation of wine?

David Ashley -- New York (USA)

Glass is a fundamental tool for the correct and profitable
appreciation of wine. The development of aromas - for example - is
strongly influenced by the shape and volume of the glass, in
particular by the geometric ratio between the surface of contact of
the wine to the air above it. The shape of the body of the glass also
favors the perception of specific gustatory qualities of the wine
while attenuating the strength of others, therefore contributing to
the improvement of the gustatory balance, as well as of the
organoleptic qualities of wine. It is certainly true every wine is
better appreciated with the right glass: choosing a wrong glass -
wrong size and shape - compromises the correct development of every
wine's organoleptic quality. Choosing a right glass is therefore
fundamental in order to better appreciate both a good wine as well as
a mediocre one: the right glass allows the proper development of its
good qualities. Concerning the choice of the right glass for a wine
and its importance, we invite you to read the articles
Wine Glasses,
published in the issue 6 of DiWineTaste, and
Wine Glasses
available at our WEB site.

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